SRQ Airport unveils new marketing campaign

Sarasota-Bradenton International Airport is done asking questions when it comes to an advertising campaign, but its board initially doubted a new tagline proposed to replace the slogan, "Do You SRQ?"

Patterson/Bach Inc., the marketing firm SRQ Airport recently hired, presented the phrase “You’ll Fly Through Here” as the potential linchpin in the new ad strategy during an Airport Authority meeting Monday. Despite a successful focus group held Dec. 12 to vet that and other taglines, board members seemed lukewarm on the double entendre.

“'You’ll fly through here' doesn’t sound that catchy,” said Commissioner Henry Rodriguez, before recognizing the phrase’s additional meaning. Vice Chairman Carlos Beruff said he was worried the slogan wouldn’t make sense to Facebook users without the proper tone.

The focus group “far and away” chose that tagline over, “Faster, Easier, Smarter,” and, “Love at First Flight,” said Patterson/Bach President Tim Bach. Instead of trying to compete with airfare prices, the slogan is intended to contrast SRQ as easier and more efficient than nearby airports, including Tampa International Airport.

“We’re a lot like Whole Foods, and Tampa is Publix,” said SRQ Airport President and CEO Rick Piccolo.

The airport could use promotions, such as contests for free airline tickets, coupons for free parking to bolster the campaign and build trial users that could become longtime SRQ passengers. A commercial featuring a day in the life of someone using SRQ versus another airport with long lines and various hassles could soon be in the works.

Facebook will be the main platform for the new strategy, based on the focus group's preferences.

Bach assured the board the tagline would be rolled out in context, and throughout a variety of media, comparing its “simple, clean” message with that of the famed Wendy’s slogan that asked, “Where’s the beef?”

“Hopefully 25 years from now they'll say, ‘You'll fly through here,’” Piccolo said.